Tango is breaking out of its video-chat shackles in an effort to reach a new audience — social gamers.

The mobile messaging app is opening its platform to third parties, allowing developers to integrate the newly launched Tango software development kit (SDK) into their own apps. The final product, Tango hopes, will mean a more engaging social experience for users.

Gameloft is the first of a handful of launch partners to debut apps using the new Tango platform; the brand will soon unveil its Candy Block Breaker for Tango iOS app. JetPack Jinx for Tango, developed by Bubble Gum Interactive, is already available in the App Store. Candy Block Breaker will hit iOS in the next few weeks, and both will hit the Google Play store in July.

“Tango is developing best-in-class partnerships, and we are thrilled to be the first game publisher using their new platform,” Baudouin Corman, Gameloft vice president of publishing, said in a statement. “Working with Tango will allow us to bring an amazing social gaming experience to a broad and engaged audience.”

Tango’s move — a bold one for a company focused on mobile messaging and video — aims to recreate real-life family gaming night, as opposed to an evening of playing Facebook mobile games.

“The launch of our platform is a significant moment for Tango,” CEO and co-founder Uri Raz said in a statement. “We’ve married messaging with entertainment, moving us closer to our goal of becoming a destination for family and friends.”

As TechCrunch reported(Opens in a new window), the SDK allows third-party apps to connect with the Tango network, through which users can message friends using text, pictures, and video — not much different than Tango’s current format. But now it includes social leaderboards and allows for competitive and collaborative in-game features.

“Tango is rapidly growing and evolving to meet the needs of consumers,” CTO Eric Setton said in a statement. “We’re a steadfast innovative engine, inspired by providing the ultimate communication experience for those who connect on our app. Partnering with entertainment is just the tip of the iceberg.”

Developers interested in working with Tango can find more platform SDK information online(Opens in a new window).

For more, see PCMag’s review of Tango and the slideshow above.